Cheil Worldwide and The 120 Media Collective have entered into a partnership whereby the former will produce and distribute video content for Cheil clients. Sniper and Sooperfly, units of The 120 Media Collective, will be responsible for production and distribution.

Roopak Saluja, founder and chief executive, The 120 Media Collective, said, “Producing content in various formats over the past nine years has armed us with a deep understanding of the audience and what strikes a chord with them. Our brands, Sniper and Sooperfly come together to seamlessly provide what is needed to engage at scale with digital-first audiences in 2015. Cheil’s trust in us is testimony to our expertise.”

Shiv Sethuraman, group president - South West Asia, Cheil Worldwide, added, “Video content is the fastest growing area within the digital play. Not just the creation but, equally importantly, the distribution of content. Clients are tired of agencies offering them TVCs disguised as video content and this is because many of them haven’t yet understood that the business model requires significantly different capabilities, resources and platforms. The partnership with The 120 Media Collective is designed to bring speed, economies of scale and quality – yes, all three – to video content. We believe they are the right partners and that the market is ripe for such an offering.”